Last month I discussed general strategies for getting listings. This month I want to focus on the most effective method – working your existing listings.
A listing gives you the best possible opportunity of showcasing yourself as an agent. You are already armed with the credibility that comes from having been chosen by someone else. Now people actually need to come and talk with you about property, and as they do so, they form an opinion.
Some of these people are genuine buyers; others are neighbours; and a percentage of them are prospective sellers. All are vitally important to you and your future listing prospects. Yes, even the nosy neighbours are important – they tell prospective buyers about the property you are selling; they chat about which agent to use; and eventually lots of them list their own places for sale.
But let’s get back to the people thinking of selling right now. They come to an inspection to gauge the market and the agent. Frequently they won’t let on about their real reason and you may dismiss them as a ‘tyre-kicker’. Oops – that’s one listing gone! Or they ask difficult questions and you get annoyed – there goes another listing!
Seriously, you are in a highly competitive business. You should provide high quality information about the property you are selling and have every relevant detail at your fingertips. There is no excuse nowadays for not having an attractive brochure with professional photos and a floor-plan. You must act professionally and courteously, and ring everyone back promptly.
This is only a minimum. Being seen to go the extra mile in terms of service (such as arranging extra inspections or getting a contract to them immediately) will win you brownie points. You ought to have printed information on comparative sales, expected rental, local schools, transport and services. Above all, you should present yourself as the friendly, helpful, local expert.
At the end of the day, it is a very fine line for most people which agent they choose. Do something wrong or poorly and you will get struck off their list. Do lots of things right and you will give yourself every chance.
Dr Gil Davis is now a university lecturer, but for twenty-five years he was one of Australia’s most successful real estate agents. He wrote the top-selling book Sell for More, packed full of useful tips for agents, which you can purchase on-line through Harper Collins.
Notes from the editor:
Take advantage of our vast array of property reports available to you in rp.professional. Located on your homepage dashboard once logged in, you can generate a custom report for your clients in minutes with our step-by-step guide. Below are a list of reports available, there is not a report we don’t have to ensure you look prepared and informative at every listing.
Generate property reports in minutes with rpdata:
- Comparative Market Analysis report
- Rental Comparative Market Analysis report
- Rental Comparison report
- Valuation report
- Property List report
- Suburb statistics report
- On The Market report
- Sales History report
- Market Compare report
- Auction Results report
Log in to rp.professional here and look for your Activities box on your homepage dashboard (screen shot below). For FREE classroom training or webex training with an rpdata professional click here or call 1300 734 318.